Nice job James and there is nothing wrong with a good disagreement! As we all know - people being people - we will never always agree on everything. But as you and I will do here, and others will see, you and I can both disagree without stooping to name calling and an all out attack to quell one or another.
It's my belief, and the belief of many other sales and marketing professionals there is an inherent flaw with the 3 step description. On the first viewing it makes perfect sense. In fact, it has been an established thought for decades and an accepted technique. Find a prospect, uncover a problem then offer a solution to the problem. It's just as you stated in the post above:
1) Find a prospect with a problem.
2) Let the prospect know about the problem.
3) Offer to fix the problem.
Now allow me to tell you where this gets a tad muddied up. You, and many others, are actually missing a fourth, fifth, sixth and even a seventh step! With the fourth being the most important overall in the selling process. Now you might still disagree with me and Ross might disagree with me as well, but it's true. A fourth and fifth step are not only needed, they are
required. The sixth and seventh steps are on you to fulfill.
With your three step model there is no doubt you will find prospects where this will work. It goes like this after finding a prospect:
"Hi Mr. Prospect, here is YOUR problem and I can fix it for you."
Mr. Prospect:
"Okay, thanks!", he replies with a smile!
1) You FOUND a prospect
2) You let the prospect KNOW about HIS problem.
3)YOU offered to fix HIS problem!
Sweet!!! Deal closed!!!
Now here is where it gets a tad muddied up. Over the past few years, I could not begin to count the number of times I showed a prospect a legitimate problem they had. Only to find out -
it wasn't a problem to him!
1) I found a prospect
2) I uncovered a problem
3) I offered to fix the problem
And he said "Naaaaaw... No big deal but thanks for coming by." You see, the Prospect must realize a problem exists before it can be solved. Up until that point, it is a problem only to YOU! And in reality it isn't even
your problem! Your problem is in
closing a sale, not
his dirty windows or
her social security card details.
Dan Kennedy said it best when asking what the most important thing would be if you were starting a hamburger stand. Many said "Location", others said "Quality Hamburgers", still other said, "Pricing". Then Kennedy uttered,
"Give me a starving crowd."
Back to the weddings, bachelorette parties, dresses and such. None of the girls involved in the wedding ever once mentioned a need to get the brides name changed on anything let alone a social security card. Nor any of the weddings I have ever been around, including my own, has this ever come up.
But the other topics came up again and again and again, ad nausea! Now
this is a
starving market!
Why not cater to those with their hands up already knowing they have a problem and are looking for solutions, rather than trying to show and convince a prospect a problem actually exists and then - trying to get them to take care of the problem.
I have walked away from many prospects who have had legitimate problems, apparently only known to me. So now I pursue those prospects who already
know they have a problem and want to do something about it. In addition, they must have the finances to fund the solution.
(Another rule!)
The two page questionnaire which comes with the Special Report offered at
http://www.CrashCourseMarketing.com addresses how to get the prospect to
offer you their problems. It makes them self-aware of their own problems and turns the light bulb on over their head. Normally when I see the light come on I'll respond with,
"Oh, really???". Then they'll normally expound on their problem and it becomes bigger and bigger in their mind. Then I'll offer up the solution but in a way which actually "pre-closes" the sale. All explained in detail in the Special Report.
Your steps of:
1) You FOUND a prospect
2) You let the prospect KNOW about HIS problem.
3)YOU offered to fix HIS problem
Also need to have addressed and added:
4) The prospect BELIEVES it to be a problem
5) The prospect BELIEVES it needs to be SOLVED.
6) YOUR solution SOLVES said problem
7) And the prospect can PAY for the solution.
In today's marketplace using your three step method will put sales on the books. It's a matter of seeing enough people as some of the people you see will always buy into it. But consumers are vary wary of a salesman
creating a problem and of course what I refer to as the "
"Buyer/Seller Feud" always comes into play too.
So by advancing your selling skills, being aware of human psychology and implementing
that into your overall sales presentation, you will find your closing ratio, or
"Kill Ratio", increases dramatically.
People only care about their own problems, and if only they deem it to be a problem. I can walk up to every driver on a street and tell them they have a problem with their older vehicle. Will they believe me, most will. Will they buy my offer of a new vehicle as a solution, most won't.
But a few will!!! It's the called 'Law of large numbers'.
Now if 100 people raised their hands as a result of my prospecting skills and told me they were
wanting a new vehicle...
That is a
HUNGRY MARKET, and one I will close at least 3 out of 5 sales at a minimum!
The choice is yours. Your steps are valid and
will work up until a certain point. But a skilled 'technician' involved in professionally selling, will out close you, out distance you, sell more successfully
and enjoy a higher income level. All while solving a prospects problem the same as you.
This is a great topic and one I could cite many examples on. Sales are a fascinating subject. Human psyche is a fascinating subject. Combine the two and you have the most interesting career choice in the world with the highest payouts.
This has been fun James! It's great to have a meaningful discussion with you and I try to learn more each day as all of us do. Hopefully I have explained a deeper concept to a few of you in the art of selling. The nuances involved is what keeps me coming back to direct selling and certainly to the area of "Face-to-Face" selling.
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Success and Regards... Mike